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Jennifer Alicia Gunawan; Imelda Ritunga; Elizabeth Sulastri Nugraheni

Jurnal Riset Rumpun Ilmu Kedokteran 2026 Pusat riset dan Inovasi Nasional

The rapid development of artificial intelligence (AI) in the medical field has become an important part of the learning process and health services. Preparing medical students as future healthcare professionals to understand, use, and implement AI responsibly is a crucial aspect. This level of readiness can vary depending on their knowledge, abilities, perceptions, and ethics in using AI. This study aims to determine the readiness of young medical students in the Surabaya area in using artificial intelligence based on these four domains, and to compare scores between first-year professional students and undergraduate students. This study used a quantitative descriptive design with a cross-sectional approach. The instrument used was the Medical Artificial Intelligence Scale for Medical Students questionnaire, which consists of four domains: knowledge, abilities, perceptions, and ethics. The study sample was first-year and second-year professional students of the Faculty of Medicine, Ciputra University. Data analysis was performed using descriptive statistics including mean values, standard deviations, and frequency distributions for each domain. The results showed that the total readiness scores for DM1 (89.95 ± 11.84) and DM2 (88.38 ± 8.85) showed a positive picture, with minimal mean differences. The knowledge and skills domain showed almost uniform values ​​between the two groups, while the ethics domain had the highest stability with a very small mean difference. These findings indicate that the readiness of professional students at the Faculty of Medicine, Ciputra University, towards the use of AI shows a positive and relatively even picture at all levels.  

Yuniar Yuniar; Syawal Syawal; Hijrah Hijrah

Publikasi Para ahli Bahasa dan Sastra Inggris 2026 Asosiasi Periset Bahasa Sastra Indonesia

This study aims to determine the effectiveness of the use of the artificial intelligence-based application (AI-Based Application) Duolingo in improving vocabulary mastery of EFL (English as a Foreign Language) students in Indonesia. This study used a descriptive quantitative approach with a single-group pre-test and post-test design involving 20 students of class VII C of SMP Negeri 1 Mappakasunggu. Data were collected through vocabulary tests, questionnaires, and classroom observations. The results showed a significant increase in students' vocabulary mastery, marked by an increase in the average score from 61 (fair category) in the pre-test to 78 (good category) in the post-test. Most students gave a positive perception of the use of Duolingo, especially regarding the gamification features, instant feedback, and simple and attractive display, which can increase motivation and learning engagement. The results of the observation also showed that students were more active and enthusiastic in using this application compared to traditional learning methods. Thus, Duolingo can be said to be effective as an AI-based learning medium to improve vocabulary mastery of junior high school students in Indonesia.  

Intan Nia Salsabila; Nabila Shaini Putri; Rita Hartati

Publikasi Para ahli Bahasa dan Sastra Inggris 2026 Asosiasi Periset Bahasa Sastra Indonesia

This study compares Grammarly and Paraphraser.io in supporting students’ academic writing and rewriting skills based on Flower and Hayes’s (1981) cognitive process theory, which includes the stages of planning, translating, and reviewing. Using a descriptive qualitative method supported by quantitative data, the research involved 32 English Education students who had used both tools in academic writing. Data were collected through questionnaires and analyzed descriptively to identify students’ perceptions of grammatical accuracy, rewriting ability, feedback quality, and overall writing improvement. The results of this study indicate that 54.4% of students use Grammarly and 45.6% use Paraphraser.io, showing that Grammarly is the slightly more dominant and trusted tool for improving grammatical accuracy and clarity, while Paraphraser.io functions as a complementary platform for paraphrasing and generating new sentence structures; together, both tools contribute effectively though through distinct roles to enhancing students’ academic writing performance. The comparative analysis revealed that Grammarly was most effective in enhancing analytical skills during the planning and reviewing stages, improving grammar, coherence, and clarity. In contrast, Paraphraser.io was most beneficial for generative skills in the translating stage, directly enhancing originality and sentence variation. Most respondents rated their writing improvement highly, confirming the positive impact of both tools on academic performance. In conclusion, the findings confirm that Grammarly and Paraphraser.io serve distinct, yet complementary roles: the former ensures linguistic precision, while the latter supports structural creativity, ultimately helping students produce highly accurate and original academic texts.

Retno Andriyani; Amanda Putri Humaeroh; Siti Sholikha; Virli Ibtisam Naura Azis; Sabila Putri Andriani

Jurnal Inovasi Pendidikan 2026 Lembaga Pengembangan Kinerja Dosen

Inclusive education requires a comprehensive understanding of the characteristics and learning needs of students with special needs, particularly children with autism spectrum disorders. Assessment plays a crucial role as an initial step in identifying abilities, challenges, and educational needs to design appropriate learning interventions. This study aims to describe the results of developmental assessment of a child with autism in an inclusive education setting at SKH 01 Nurbayan Grade 5. This research employs a descriptive approach using assessment instruments that cover five developmental domains: social interaction, communication, behavior, emotional regulation, and sensory perception. The results reveal significant difficulties in social communication, including low social interest, delayed language development, limited nonverbal communication, and the presence of repetitive behaviors. Emotional regulation remains underdeveloped, and sensory processing issues are evident. These findings indicate that children with autism require individualized, structured, and needs-based educational interventions. Therefore, assessment serves as a fundamental basis for planning effective and sustainable inclusive learning programs.

Ni Putu Artanti; Nyoman Intan Permatahati Wiguna; Ni Luh Putu Pranena Sastri

Jurnal Riset Rumpun Ilmu Kesehatan 2026 Pusat riset dan Inovasi Nasional

Academic stress has become a significant psychological issue among university students, particularly during periods of high academic pressure such as examinations, intensive coursework, and academic performance demands. Excessive academic stress may negatively affect students’ psychological well-being, learning motivation, and academic performance. This study aims to explore in depth the experiences of academic stress and psychological responses among students during periods of high academic pressure. A qualitative descriptive approach with a phenomenological perspective was employed to capture students’ lived experiences. Data were collected through in-depth semi-structured interviews with six student participants selected using purposive sampling. The data were analyzed using thematic analysis, involving open, axial, and selective coding to identify emerging themes. The findings reveal that the main sources of academic stress include excessive academic workload, time management difficulties, high self-expectations, and external academic pressures. Students experienced varying levels of stress ranging from mild to severe, manifested through psychological responses such as anxiety, emotional instability, mental fatigue, decreased concentration, and reduced motivation. The study also found that students applied diverse coping strategies, including adaptive strategies such as time management, seeking social support, and self-reflection, as well as maladaptive strategies such as procrastination and emotional withdrawal. These findings highlight that academic stress is a complex and subjective experience influenced by individual perceptions and coping capacities. The study implies the importance of supportive academic environments and accessible mental health services in higher education institutions to promote students’ psychological well-being and resilience. The results may serve as a reference for developing preventive and promotive mental health programs for students facing academic stress..    

Desynta Indah Safitri; Irhamni Rahman

Jurnal Hukum, Pendidikan dan Sosial Humaniora 2026 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

The transition period from adolescence to early adulthood is marked by a search for identity and life direction, which often triggers a quarter-life crisis among Gen Z students. This qualitative research with a case study approach explores how peer social support helps Gen Z students navigate the quarter-life crisis in the Social Youth Community. The findings reveal that students experience seven dimensions of the quarter-life crisis: difficulty in making decisions, loss of hope, negative self-perception, feeling stuck, restlessness, psychological stress, and excessive anxiety. Peer social support is manifested in three ways: affective assistance through empathetic listening, informative support through advice and guidance, and tangible help through physical presence and time commitment. The perceived benefits include feeling valued, emotional strength through care and affection, peace of mind that reduces restlessness, and an understanding of friendship networks that foster optimism. This research contributes to the development of a peer-based mentoring approach in higher education to effectively help Gen Z cope with the quarter-life crisis.

Winda Saputri; Zamzam Mustofa

Jurnal Manajemen dan Pendidikan Agama Islam 2026 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

Education plays a vital role in shaping character and developing individual potential, with the ability to collaborate being crucial in this global era. This study focuses on the low level of student collaboration and suboptimal Aqidah Akhlak learning outcomes at MA Muhammadiyah 1 Ponorogo, caused by a lack of innovative learning methods. Therefore, this study aims to examine the application of the Project-Based Learning method as a solution to improve student collaboration and learning outcomes. This study aims to: (1) describe the application of the Project-Based Learning method in teaching Aqidah Akhlak in class XI of MA Muhammadiyah 1 Ponorogo, (2) determine the impact of the Project-Based Learning method on student collaboration and learning outcomes, and (3) determine student perceptions of the application of the Project-Based Learning method in teaching Aqidah Akhlak. This study used a qualitative approach with descriptive methods. Data were collected through observation, interviews (with the principal, vice principal for curriculum, Aqidah Akhlak teacher, and class XI students), and documentation. The data analysis technique used was the Miles and Huberman model, which includes data reduction, data presentation, and drawing conclusions. The results of the study show that: (1) the implementation of the Project Based Learning method is carried out through structured steps, encouraging active cooperation between teachers and students, with an emphasis on equal roles and responsibilities of each, (2) the Project Based Learning method has a positive impact on increasing collaboration, educational outcomes, and the development of students’ knowledge, attitudes, and skills as a whole, with changes in behavior that are seen in depth, (3) students have a positive view of the Project Based Learning method because it is considered more interesting, interactive, meaningful, and relevant to everyday life, which can be seen from increased motivation and active participation.

Zefanya Cheline Saragih; Ayu Rifqi Indah G; Nurul Lisa Isnaini

Jurnal Riset Rumpun Ilmu Sosial, Politik dan Humaniora 2026 Pusat Riset dan Inovasi Nasional

Social support is defined as an individual’s perception of the availability and presence of assistance derived from three primary sources, namely family, friends, and individuals considered significant others. This concept emphasizes the subjective evaluation of the quantity and quality of support perceived by individuals, rather than the actual support provided. This study aims to examine the construct validity of the Multidimensional Scale of Perceived Social Support (MSPSS) developed by Zimet et al. (1988), which has been adapted into the Indonesian language. The MSPSS instrument is designed to measure the extent to which individuals perceive social support received from family, friends, and significant others in their lives. Research participants were selected using a purposive sampling technique, with inclusion criteria consisting of active university students aged between 18 and 27 years. A total of 279 students participated in this study. The research employed a quantitative approach, with data collected through an online questionnaire administered via Google Forms and distributed through various social media platforms. Data analysis was conducted using Confirmatory Factor Analysis (CFA) with the assistance of Jamovi software.

Adi Setiawan Saputra; Gilang Adi Winahyu; Rizky Nasrullah; Yani Iriani

Jurnal Riset Rumpun Ilmu Teknik 2026 Pusat riset dan Inovasi Nasional

This study aims to describe the implementation of the Segmenting, Targeting, and Positioning (STP) concept in Apple Inc.’s marketing strategy and to assess students’ perceptions as young consumers of Apple products. A descriptive qualitative approach was applied through a literature review supported by an online survey involving 30 students who use Apple products. Data were analyzed descriptively to relate Apple’s STP strategy to respondent preferences and satisfaction levels. The results indicate that Apple applies multidimensional market segmentation encompassing demographic, psychographic, and behavioral aspects, targeting premium consumers, creative professionals, and urban youth. The targeting strategy emphasizes product quality, design, and symbolic value, while positioning is established as a premium brand supported by an integrated product ecosystem. Survey findings show that ease of access is the most prioritized factor among respondents (40%), followed by information completeness (33%). The overall satisfaction level is categorized as moderate, with a mean score of 3.67. These findings suggest that Apple’s STP strategy has been effective in strengthening brand image among students; however, improvements are still needed, particularly in information delivery and service accessibility. This study is expected to provide practical insights for businesses and educational institutions in developing marketing strategies aligned with young consumer characteristics.

Stelio Ramadhano; T. Hilman Al Fariz

Deposisi: Jurnal Publikasi Ilmu Hukum 2026 International Forum of Researchers and Lecturers

The rapid expansion of digital technology has intensified the circulation of pornographic content, making it increasingly accessible across various online platforms and posing significant risks to social, psychological, and moral stability. This study aims to examine the underlying factors contributing to the spread of pornographic content, its impact on individuals and society, and the urgency of strengthening regulatory and preventive measures. Using a qualitative approach supported by interviews and questionnaires distributed to university students in Jatinangor and Bandung, the research explores public perceptions, access patterns, and social responses regarding pornography in digital spaces. The findings reveal that most respondents consider pornography dissemination a deviant behavior, with economic motives and revenge-driven actions emerging as predominant driving factors. The study also shows that existing legal regulations are perceived as insufficient in mitigating the rapid growth of pornographic content online. These results highlight the importance of enhancing digital literacy, strengthening law enforcement, and promoting moral education to reduce the risks associated with pornography exposure. The study contributes to a deeper criminological understanding of deviant behavior in digital environments and underscores the need for collaborative societal efforts to address this phenomenon.

Deasy Yunita Siregar; Nazwa Madina Rangkuti; Ahmad Daffa Bangun; Tasya Khalishah Salsabila; Lathifatunnisa Br Situmorang +1 more

Jurnal Ilmuan Bahasa dan Sastra Inggris 2025 Asosiasi Periset Bahasa Sastra Indonesia

This study examines students’ perceptions of the use of online platforms for English listening practice. The research employs a mixed-methods approach involving 150 undergraduate students through questionnaires and semi-structured interviews. The findings indicate that the majority of students hold positive attitudes toward the use of online platforms, primarily due to time flexibility, diverse content, and the ability to learn independently. Nevertheless, several challenges were identified, including internet connectivity issues that disrupt the learning experience, a lack of personalized feedback, and difficulties in maintaining learning motivation. Features such as adjustable playback speed, the availability of transcripts, and interactive exercises received high levels of satisfaction. Overall, the study concludes that although online platforms have great potential to enhance English listening skills, their effectiveness largely depends on proper implementation, adequate technical infrastructure, and active support from educators. Therefore, this study recommends improvements in technical aspects and the development of more effective learning methods to achieve more optimal outcomes.

Safira Rosyida; Wiwin Astuti

Pentagon : Jurnal Matematika dan Ilmu Pengetahuan Alam 2025 Asosiasi Riset Ilmu Matematika dan Sains Indonesia

This study was conducted to analyze the relationship between students’ learning motivation and their perception of mathematics with mathematics achievement among tenth-grade students at SMA Al Islam 1 Surakarta. Mathematics was chosen as the focus because it is often considered a subject that presents significant challenges for students, both in terms of conceptual understanding and in shaping positive attitudes toward learning. The study employed a correlational quantitative method, with the population consisting of all tenth-grade students and the sample limited to class X-9, comprising 36 students. The instruments used were a motivation questionnaire, a perception questionnaire, and mathematics learning outcomes obtained from mid-semester test scores. Data analysis included normality testing and Pearson correlation to identify the relationship among variables. The results indicated that learning motivation did not have a significant correlation with mathematics achievement. In contrast, students’ perception of mathematics showed a significant correlation with their academic performance. These findings suggest that students’ positive perceptions of mathematics can play a crucial role in supporting better academic achievement, while motivation alone may not guarantee higher performance. This study contributes to a deeper understanding of the factors influencing mathematics learning outcomes and provides a foundation for further research to develop more comprehensive tools for measuring motivation. Future studies are also encouraged to consider additional variables such as teaching strategies, parental involvement, and the overall learning environment in order to present a broader analysis of student success.

Nurhayati Boang Manalu; Sutri Destemi Elsi; Aditya Romadhon

Jurnal Hukum, Politik dan Humaniora 2025 Lembaga Pengembangan Kinerja Dosen

Presidential Instruction Number 1 of 2025 concerning State Expenditure Efficiency gave rise to a fiscal paradox at the beginning of the new administration, with a cut of Rp306.69 trillion facing a 17.9% APBN deficit for flagship programs such as Free Nutritious Meals, which triggered doubts about public trust, especially students at the University of Jambi affected by the BOPTN adjustment. This study analyzes the influence of student perceptions on the dimensions of effective-efficient (X1) and transparent-accountable (X2) policies on public trust (Y) as an indicator of government legitimacy. A quantitative survey approach was applied to 400 active students at the University of Jambi (proportional random sampling using the Slovin e=0.05 formula), with SPSS multiple linear regression analysis after classical assumption testing, validity (r> r-table), and reliability (Alpha Cronbach's 0.920 (x1); 0.949 (x2); 0.918 (y)). The results show a significant simultaneous effect (F=200.951; sig=0.000), partial X1 is dominant (t=7.116; β=0.162; sig=0.000) and X2 is significant (t=5.532; β=0.110; sig=0.000), with R²=0.503 explaining 50.3% of the variation in trust. The findings confirm the theory of Easton (1965) and Weber (1947) that efficiency performance evaluation shapes trust, so it is recommended that a real-time APBN dashboard, transparent communication to regional PTNs, and fiscal literacy strengthen the legitimacy of good governance.

Muhammad Habib Ainur Rosyid; Dina Amalia; Fitriani Luthfiyah Q.A; Dwi Aminatus Sa’adah

Moral : Jurnal kajian Pendidikan Islam 2025 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

The development of digital information technology has fundamentally transformed the ways university students access and interpret religious information. Social media platforms such as TikTok, Instagram, and YouTube have become primary spaces where students encounter diverse forms of religious content, ranging from educational dakwah to provocative narratives that may trigger tension and conflict. This phenomenon creates both opportunities and challenges for shaping religious moderation, particularly among first-semester students who are in the formative stage of constructing their intellectual and religious identities. This study aims to explore in depth the dynamics of religious moderation among first-semester students at IAINU Tuban within the context of digital polarization. A descriptive qualitative method was employed, utilizing semi-structured interviews, observations, and documentation as data collection techniques. Data were analyzed through thematic processes of reduction, presentation, and conclusion drawing. The findings reveal that students exhibit high social media engagement and are frequently exposed to short dakwah content circulated through algorithmic mechanisms. However, they also confront digital polarization characterized by emotional disputes, informational bias, and negative perceptions of other religious groups. While students demonstrate an initial understanding of religious moderation—such as wisdom, tolerance, and resistance to provocation—they have not fully developed adequate religious digital literacy to critically evaluate extreme content. This research concludes that social media simultaneously serves as a medium for dakwah and a site of polarization, highlighting the need for systematic reinforcement of digital literacy and religious moderation within Islamic higher education. 

Nur Maulidiawati Rahman; Sirwanti Sirwanti; Hirpan Hirpan

Proceeding of the International Conference on Global Education and Learning 2025 Asosiasi Riset Ilmu Pendidikan Indonesia

This study aims to explore the integration of financial literacy into context-based mathematics education at the elementary school level by emphasizing the use of local knowledge in learning activities. Employing a qualitative descriptive approach, this research investigates the experiences and perceptions of students and teachers involved in mathematics learning that connects mathematical concepts with real-life financial situations, such as budgeting, saving, and personal financial management. Data were collected through interviews, classroom observations, and documentation analysis to obtain a comprehensive understanding of the learning process and its outcomes. The findings indicate that integrating financial literacy into context-based mathematics learning enhances the relevance of mathematical content and facilitates students’ conceptual understanding. Students reported increased interest and engagement in mathematics lessons, as well as greater confidence in applying mathematical skills to manage personal finances. The use of familiar financial contexts enabled students to perceive mathematics as meaningful and applicable to their daily lives. Teachers identified limited instructional time and difficulties in explaining abstract concepts as key obstacles in the implementation process. Overall, the results suggest that context-based mathematics learning integrated with financial literacy has strong potential to improve students’ mathematical understanding and financial awareness while fostering practical life skills. Nevertheless, effective implementation requires careful instructional planning, adequate time allocation, and appropriate pedagogical strategies to address complex financial concepts. This study contributes to the growing body of research on contextualized mathematics education by highlighting the importance of integrating local context and financial literacy to enhance the quality and relevance of elementary mathematics education.

Hanifatur Rizqi; Eko Adi Sumitro

Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia 2025 Fakultas Teknik Universitas Maritim AMNI Semarang

This study aims to enhance elementary school students’ motivation to learn English and to identify the factors contributing to their low motivation. The research is grounded in the need to prepare students for the global era, in which English proficiency is an essential skill from an early age. The study employs a Classroom Action Research (CAR) method using the Kemmis and McTaggart model, consisting of planning, action, observation, and reflection stages. Data were collected through observations, learning outcome evaluations, and interviews with English teachers. The findings reveal that students’ low motivation is influenced by perceptions that English is difficult, the lack of engaging teaching methods, limited learning facilities, and students’ weak willingness to learn. The implemented actions—such as using songs, educational games, teaching aids, role-play activities, and interactive communication—significantly increased students’ activeness and motivation. Moreover, the study emphasizes the importance of introducing English at the elementary level, as ages 6–13 represent a critical period for language development. With appropriate external motivation and strong teacher support, English learning becomes more effective, enjoyable, and meaningful. This study recommends that English instruction continue to be implemented in elementary schools through creative teaching methods and sufficient learning facilities

Een Nurhasanah

Prosiding Seminar Nasional Ilmu Pendidikan 2025 Asosiasi Riset Ilmu Pendidikan Indonesia

This study aims to explore students' experiences, reflections, and perceptions of innovative learning in drama studies through digital performance. This qualitative descriptive research utilized a case study approach with 36 students enrolled in the Drama Studies course (2025/2026) within the Indonesian Language and Literature Education program at Universitas Singaperbangsa Karawang. Primary data consisted of students' written reflections and digital performance artifacts, supported by secondary data from literature on constructivism, dual coding/multisensory theory, and emotional intelligence, as well as curriculum documents. Data collection involved documentation, participatory observation, and semi-structured interviews. Data analysis employed thematic analysis through systematic steps including reading, coding, categorization, interpretation, and presentation. Data validity was ensured through source triangulation, member checking, and peer debriefing. The findings indicate that digital performance provides positive learning experiences, strengthens the integration of theory and practice, fosters problem-solving skills, and develops collaboration, empathy, and students' emotional intelligence. These results affirm that digital performance-based drama learning is a pedagogical innovation relevant to 21st-century competencies and can serve as a model for project-based curriculum development in literature education.

Sarndika Sarndika; Wa Ode Siti Safiyah; Fitriyana Fitriyana

Jurnal Kajian Ilmu Sosial, Politik dan Hukum 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

This study aims to analyze the perceptions of students from various majors regarding the urgency of legal protection for the Napoleon wrasse (Cheilinus undulatus), a rare and endangered marine species that plays a crucial role in maintaining the balance of coral reef ecosystems. This fish faces serious pressure due to overexploitation and illegal trade, thus requiring special attention from a legal and conservation perspective. This study used a qualitative descriptive approach with purposive sampling technique, involving students from marine, fisheries, environmental, and legal departments. Primary data were collected through a questionnaire designed to elicit respondents' insights, level of understanding, and recommendations regarding the protection of this species. The data obtained were then analyzed using thematic analysis to identify patterns of perception and key ideas. The results showed that the majority of students considered legal protection for the Napoleon wrasse to be very urgent. They advocated for strengthening regulations, stricter law enforcement, increased surveillance in water areas, education for coastal communities, development of conservation and cultivation programs, and strengthening international cooperation. The implications of this study emphasize the importance of a comprehensive and collaborative protection strategy to support the sustainability of marine resources.

Viki Bayu Mahendra; Aditya Fajri Kurnia Pradana; Ashabil Yaqin

ARDHI : Jurnal Pengabdian Dalam Negri 2025 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

This community engagement program was initiated in response to the predominance of academically oriented perceptions among parents regarding children’s intelligence, which tend to limit the recognition of children’s potential to cognitive achievement alone. The program aimed to enhance parents’ literacy and awareness of the Multiple Intelligences framework as a foundational basis for holistic child education in an Islamic elementary school context. A Participatory Action Research (PAR) approach was employed, encompassing participatory planning, conceptual socialization sessions, child potential mapping workshops, collective reflection, and continuous evaluation. The findings highlight substantive outcomes. Parents experienced a significant paradigm shift in understanding the diversity of children’s intelligences, moving from a single-dimensional academic perspective toward a more comprehensive and appreciative view of individual potential. Parenting practices became more supportive, dialogical, and less comparative. In addition, a parents’ communication forum emerged as a new social institution within the school community, accompanied by the rise of local leadership that contributes to program sustainability. These results demonstrate that educational mentoring grounded in the Multiple Intelligences framework effectively promotes social transformation in Islamic elementary education through strengthened collaboration between school and family.

Maulana Surya Atmaja; Agung Sedayu

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Perfume is often used to enhance self-confidence and build a positive self-image, particularly among young people in social and academic settings. Thus, purchasing decisions are shaped not only by functional needs but also by emotional and social factors. This study examines how live streaming, electronic word-of-mouth (E-WOM), and celebrity endorsements influence consumers’ decisions to buy Evangeline perfume. A quantitative survey method was employed using purposive sampling, with respondents limited to FEB Udinus students who have experience with and knowledge of Evangeline products. This group was selected as they represent an active consumer segment for lifestyle and cosmetic goods. Data from 140 respondents were analyzed using multiple linear regression along with the classical assumption test. The results show that all three marketing variables significantly and positively affect purchase decisions, with live streaming being the most influential factor. These findings highlight the importance of interactive engagement, peer validation, and positive selection cues in shaping consumer trust and perception. Academically, this study contributes to consumer behavior and digital marketing research. Practically, the results suggest that perfume companies should prioritize live streaming campaigns, strengthen E-WOM strategies, and leverage celebrity endorsements to improve marketing effectiveness and increase sales.